Archive for the ‘We're Loving...’ Category


Do Plus Size models Sell more??

March 24th, 2015 4:28 pm


Attention shoppers! Adore me, a New-York based lingerie company has found that plus size brunette models are more likely to sell their underwear than slimmer and blonde models.

Consumer responses to the companies first national advertising TV spot in America in January this year produced some amazing results. The three different TV adverts featured one using blonde models, another brunette models and the third one a plus-size brunette model.  They then applied a common marketing strategy called A/B testing to these adverts. This is where consumers are shown different ads in order to measure their buying habits and preferences.

The result was that the plus-size brunette model generated four times as many sales as the advert featuring blonde models. But more than just the size of the model, they found that hair colour also influenced the sale of their product. They also found the ad that performed best overall featured multiple brunette models, none of whom had actually been photo shopped. All of this going against the normal images that the fashion industry transmit to the public.

“Brunettes overall sell better than blondes… Our customers — and women in general — prefer brunettes when it comes to purchasing lingerie. It’s what we’ve seen,”  said the founder of Adore me Hermand-Waiche. He continued to say “There’s an overall mentality that you have to be super skinny… We are showing that we offer lingerie for everyone. Unlike other leading lingerie brands, Adore Me believes every woman, at every dress size, deserves fashionable lingerie that makes her feel sexy, confident and beautiful. That’s why our styles range from sizes 30A-44G – a size range twice more inclusive than any of our competition.”

“We very proudly feature our stunning plus-size model in many of our campaigns, including our recent national TV ad campaign. We were happy to see that featuring a plus size model in an ad quadrupled sales. The amount and quality of traffic clearly showed that plus size models resonate with women of all sizes and boost sales across the board, and not just in the plus-size line.”

It would seem consumers are becoming a lot savvier, and appear to purchase when they can relate to the model shown in the desired product.  In this case, for the sales of lingerie bigger is better and brunettes may just actually have more fun (or sell more products at least.)




1 Dress 4 Ways – Tribal Lace Kaftan Dress

March 24th, 2015 11:04 am


Anna and the team have styled the Tribal Lace Kaftan Dress their way this season. Be inspired by how the team has styled and wore it, the possibilities really are endless with this versatile dress. The most important question is, is how will you wear yours?




A Chat with Gina – Our SS15 campaign model

March 17th, 2015 4:07 pm


Gina is a familiar face here at Anna Scholz. She has worked with us over the last few years, modelling for our product shots and she’s now our SS15 Campaign model. We recently sat down with her to talk all about her modelling career, her views on the Plus Size Industry and her future plans. Alongside a very successful modelling career, Gina is the founder of the health blog  ‘Norish Your Soul’. This is an area Gina has been passionate about for years, and it is home to a collection of nutritious recipes, exercises, natural disease prevention theories, ways to increase your energy levels and much more. Read our full interview on the website here.







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© Anne Kroul, 2013.